Preparing for, withstanding, and learning from sales crises: Implications and a future research agenda

Riley G. Dugan, Nawar N. Chaker, Edward L. Nowlin, Dawn Deeter-Schmelz, Deva Rangarajan, Raj Agnihotri, Omar S. Itani
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引用次数: 9

Abstract

Abstract The response from many firms to the recent COVID-19 crisis underscores a more fundamental and overarching question: How should salespeople and their firms prepare for and respond to sales crises more generally? In response, a group of sales scholars recently convened at the American Marketing Association’s Winter Conference to discuss the challenges and opportunities facing salespeople and their firms before, during, and after a sales crisis. Thus, based on this session and subsequent follow-up discussions, this paper develops a framework detailing how the sales function should prepare for, withstand, and learn from a sales crisis. In so doing, we argue that sales crises can originate internally and externally to an organization and can impact the entire sales organization, the sales manager, and/or individual salespeople. Moreover, viewing a sales crisis simply as a turning point rather than a devastating event, we highlight the implications for salespeople and their managers who must inevitably deal with sales crises and the changes involved. Finally, we conclude with potential future directions for sales scholars interested in exploring the impact of crises on the sales function, as the next sales crisis is likely just around the corner.
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为销售危机做准备、抵御和学习:影响和未来的研究议程
许多公司对最近的COVID-19危机的反应强调了一个更基本和最重要的问题:销售人员及其公司应该如何更普遍地准备和应对销售危机?为此,一群销售学者最近在美国营销协会(American Marketing Association)的冬季会议上召开会议,讨论销售人员及其公司在销售危机之前、期间和之后所面临的挑战和机遇。因此,基于这次会议和随后的后续讨论,本文开发了一个框架,详细说明了销售部门应该如何准备、承受销售危机,并从销售危机中吸取教训。在这样做的过程中,我们认为销售危机可以起源于组织的内部和外部,并且可以影响整个销售组织,销售经理和/或个人销售人员。此外,我们将销售危机简单地视为一个转折点,而不是一个毁灭性的事件,我们强调了对销售人员及其经理的启示,他们必须不可避免地处理销售危机和所涉及的变化。最后,我们总结了对探讨危机对销售职能的影响感兴趣的销售学者的潜在未来方向,因为下一次销售危机可能就在拐角处。
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来源期刊
CiteScore
5.70
自引率
36.40%
发文量
32
期刊介绍: As the only scholarly research-based journal in its field, JPSSM seeks to advance both the theory and practice of personal selling and sales management. It provides a forum for the exchange of the latest ideas and findings among educators, researchers, sales executives, trainers, and students. For almost 30 years JPSSM has offered its readers high-quality research and innovative conceptual work that spans an impressive array of topics-motivation, performance, evaluation, team selling, national account management, and more. In addition to feature articles by leaders in the field, the journal offers a widely used selling and sales management abstracts section, drawn from other top marketing journals.
期刊最新文献
Salesperson lifecycle management: Challenges and research priorities Individual perceptions of leadership emergence in the B2B sector and its impact on perceived team sales performance Research note: the impact of CI diversity and organizational tenure on the relationship between competitive intelligence and sales performance: a meta-analytic review Personal selling and sales management abstracts Understanding why and when sales role focus affects salesperson turnover: Do career aspirations and age play a role?
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